What's Happening?
Marriott International, in collaboration with Hawkins Way Capital, has announced plans to convert five existing properties to the newly introduced Series by Marriott brand. These properties, currently operating under the FOUND Hotels brand, are located in major U.S. cities including Miami, Santa Monica, San Francisco, Chicago, and San Diego. The transition is expected to occur over the next year and marks the official debut of the Series by Marriott brand in the United States. This initiative is part of Marriott's broader strategy to expand its presence in urban and coastal markets across the country. The Series by Marriott brand, announced in May 2025, aims to offer personalized experiences that reflect the unique character of each destination. Hawkins Way Capital will oversee the development of these properties, while FCL Management will manage operations.
Why It's Important?
The conversion of these properties to the Series by Marriott brand represents a significant expansion of Marriott's portfolio in key U.S. markets. By aligning with the Series by Marriott, these hotels will gain access to Marriott's global reach and loyalty program, potentially increasing their market competitiveness. This move is strategically important for Marriott as it seeks to capture a larger share of the urban and coastal hospitality market, appealing to travelers who value unique, locally-inspired experiences. The collaboration with Hawkins Way Capital and FCL Management underscores Marriott's commitment to maintaining the distinct identity of each property while leveraging its extensive resources and brand recognition.
What's Next?
As the properties transition to the Series by Marriott brand, stakeholders will likely monitor the integration process closely to ensure a seamless conversion that maintains the unique identity of each hotel. The success of this initiative could influence Marriott's future expansion strategies and its approach to brand conversions. Additionally, the hospitality industry will be watching to see how this new brand performs in the competitive urban and coastal markets, potentially setting a precedent for similar conversions in other regions.
